SEO has traditionally been a landscape defined by connecting your site to users via keyword phrases, providing content that can be shared across social networks (which drives traffic), and delivering an excellent experience for the users who visit your site.
But SEO is always changing. One of the safest ways to ensure that your site will perform well in search engine results is to establish and cultivate a brand. The brand will incorporate traditional marketing and SEO tactics, but differs from these in being recognizable and memorable.

Developing a brand propels your business forward and ahead of your competition. One of the best ways to cement this brand is to make the best use of your domain name. The heart of your URL should be just as unforgettable and to-the-point as your brand. As one of the extensions, and most visible components, of your brand, your domain name is crucial to establishing your online credentials—and your favor in search engine results.

Contrary to popular belief, your domain name doesn’t need to be a keyword phrase—though it won’t hurt if that is the case. Recent algorithm updates have reduced the need for exact keyword matches in the names of domains.

Here are some tips to choose a memorable, SEO-friendly domain name:

• Keep it short. The longer and more complicated your domain name, the more difficult it is to remember. The top one million websites have 10 characters on average. The top 5 websites average 6 letters.
• Give it weight. Present a clear and powerful message about who you are and what you do. Lots of letters or abbreviations are rarely appropriate.
• Be Unique. Your domain name is your brand online. By choosing a distinctive name, you can further your brand’s presence online.

Remember, internet marketing isn’t about keyword stuffing anymore. It’s about having a great brand, delivering the products or services that your customers expect, and establishing yourself as the kind of business/website that search engines WANT to rank above the competition who have already earned favor.

Your domain name can certainly affect your rankings so make sure you choose well and choose wisely.